Mudra retains Electrolux’s Rs 30 crore creative duties

Mudra has succeeded in retaining the creative duties for Electrolux. As reported in December 2005 by agencyfaqs!, Electrolux Kelvinator Ltd (EKL) had called for a pitch to review the creative duties for its account, which is worth approximately Rs 30 crore.

The other agencies in the fray were Dentsu and TBWA India. The business includes the creative duties for EKL washing machines, refrigerators, microwaves and air-conditioners.

The news of Mudra retaining the business was confirmed by Aniruddh Dhoot, managing director, EKL.

A senior official at EKL says, “Mudra participated in the pitch as a fresh agency. It managed to retain the business as it did a good job at the presentation and deserved to continue with Electrolux.”

Commenting on the communication strategy for the brand, Sandeep Vij, president, Mudra, North and East, says, “We are currently in the process of discussing a strategic path ahead for the brand. Once we do this, we will be able to divulge details on the media mix.”

Replying to a question on whether the review of the business would change the client-agency relationship, Vij clarifies, “There is no change in the relationship with Electrolux. We have exhibited our understanding of Brand Electrolux. For us, the task of building the brand is truly exciting.”

To put things in perspective, Mudra has been handling the creative duties for EKL since November 2003. Prior to that, the job was with O&M, which lost it when it took on the business of EKL’s competitor, LG Electronics. That’s when EKL phased its business out to Mudra.

For the record, the Videocon Group had taken a 91.85 per cent share in Electrolux Kelvinator, the Indian subsidary of AB Electrolux, in July 2005. The Swedish company, in turn, acquired a 5 per cent shareholding in Videocon Industries. Under a separate licence agreement with AB Electrolux, the Videocon Group is in charge of distributing products under the Electrolux, Allwyn and Kelvinator brands.

© 2006 agencyfaqs!